Saucony continues its campaign of invitation-only footraces
The invitation-only relay format, now staged in five cities, anchors Saucony’s record marketing investment as FY 2025 sales topped $533m.
Rafa Nadal Academy takes padel tour to US
Four events in Miami, Austin and New York City mark the circuit’s first transatlantic expansion, backed by court-booking platform Playtomic.
CrossFit gets its HYROX with $15m Xenom launch
The $15m-backed series applies HYROX’s fixed-format, global-circuit model to CrossFit, opening in Texas in June 2026 with 11 events planned for Season 1.
Eight European marathons unite in new classics series
The EMC links Rome, London, Vienna and five other city races in a free-to-join challenge for the continental running community.
England Golf launches Titleist Women’s Four-Ball
New national competition gives women and girls at affiliated clubs a team pathway to a national final, backed by Titleist.
Sportradar posts record revenues of €1.29bn
The sports betting data group lifted profit to €100 million and authorized up to €1 billion in buybacks.
Milano Cortina viewership data: the Olympics still matter
Record audiences across the US, Europe and Japan confirm the Winter Games as a premium platform – if brands know which athletes to bet on.
UCI Cycle-ball World Cup adds women’s tournament
Three rounds of the 2026 series will feature women’s competition, a historic first for the bicycle football discipline.
Norway wins Milano Cortina 2026 - on and off the piste
With 41 medals and 18 golds, Team Norge left the Alps as the undisputed champion. The brands dressing them didn’t go unnoticed.
Birmingham City sells women’s club to its parent
New York hedge fund Knighthead Capital Management consolidates club ownership through affiliate company.
Olympics face rival views on climate legacy
The IOC claims a milestone in responsible Games delivery; athletes and advocacy groups say the bar needs to move much higher, and faster.
Premier League reportedly seeks to boost sponsorship revenue
The league is considering centralising 60% of perimeter advertising and adding new partners to its commercial portfolio, according to Sky News.
Triathletes PTO acquires long-distance race organizer
The acquisition integrates Challenge Family’s 30+ long-distance races into a unified competition structure launching in 2027.
Largest sports-buyout fund yet closes at $1.2bn
Otro Capital’s inaugural fund more than doubles its $500m target, with investments already made in Alpine F1, Two Circles and FlexWork.
UA and Dick’s contribute to boom in girls’ flag football
The sportswear brand teams with Dick’s Foundation to fund equipment, coaching and expansion of the growing sport.
Winter Olympic Weekend Feb 7–8: Podiums and Products
Fischer dominated Nordic events, Atomic and Head battled in alpine, and EA7 Armani led visibility. Weekend brand scoreboard Feb 7–8
Milano Cortina 2026: Olympics culture program unveiled
The Cultural Olympiad initiatives run under the tagline “Culture moves the world”.
EuroLeague’s new CEO is former NBA Europe VP
Former NBA Europe VP takes the helm as predecessor exits under cloud of alleged conflicts of interest and strained club relations.
The new Olympic deal empowering athlete storytelling
A groundbreaking partnership between WFSGI, IOC and IPC is transforming how brands support athletes during the Games - when it matters most.
ESPN acquires NFL Network in $3bn deal
The NFL gets 10% of ESPN in exchange for its media assets, reshaping American sports broadcasting.
